While an earnest apple and a snarky bunch of purple grapes may not be on every marketer’s dream team, Fruit of the Loom is re-enlisting the Fruit People for its latest launch.
It’s all part of an integrated campaign for the brand’s new underwear line, “The Getaway Collection,” aimed at the under-35 crowd who might be looking for fresh skivvies to toss in their vacation suitcase.
The new product collection “is intended to lean into the increased appeal in travel, both big and small. The versatility of this product is that it can conquer any getaway,” says Bryse Yonts, director of brand communications.
The campaign, created by GSD&M, takes two different approaches. First, those Fruit People took a road trip from the company’s Bowling Green, Kentucky headquarters to South Padre Island in Texas, filming as they went.
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